Year
2024
Client
Rukhut
Category
Ai Model Shoot
Product Duration
2 - 3 Weeks
We began by decoding the meaning behind each piece — “سکوت” (silence), “غفلت” (neglect), and other themes. These were translated into moodboards capturing isolation, contrast, and emotional minimalism. The goal was to match visual tone with textual weight — quietly loud.
The models were generated with intentional styling: neutral facial expressions, urban fits, and low-contrast tones. Each look emphasized oversized silhouettes, relaxed poses, and visual alignment with the Urdu typography — balancing attitude with poetic depth.
Scenes were crafted to evoke storytelling: raw stone textures, deserted backdrops, vintage decor, and industrial edges. These AI-generated environments created visual metaphors for internal silence and forgotten emotions — placing meaning at the heart of design.
After generation, we refined colors, light grading, and fabric rendering for realism. Urdu scripts were sharpened for clarity without overpowering the visuals. Each frame was finalized to serve as both campaign content and poetic visual archive.
